Co-op Wholesale expands wholesale own-brand range

Co-op Wholesale is expanding its wholesale own-brand range across key growth and mission-led categories.

To provide independents with a solution in the ‘dinner for tonight’ mission, the Co-op’s dine-in own-brand range ‘Served’ is being introduced into the wholesale channel.

The ‘dinner for tonight’ mission is up 6% year on year and worth over £18 billion (WorldPanel).

Co-op Wholesale’s food-to-go range has also been upgraded and has been designed to help independents win in a category predicted to have reached £24 billion in 2025, with growth of 3.3% (Lumina).

The key additions include value-add lines, limited-edition flavours, and the top performing sandwich format – triple sandwiches. A refreshed Premium tier also brings market-led flavours.

Martin Swadling, customer director at Co-op Wholesale, said: “Shoppers want inspiration, speed and quality without compromise, and independents are uniquely placed to deliver that. The opportunity is to think beyond single products and build shopper loyalty by solving the daily dinner dilemma and food on the go, with ease and excitement.”

He added: “Independent retailers deserve access to the quality and innovative products that drive growth, and with the trusted quality and responsible sourcing credentials of Co‑op own brand behind us, by partnering with Co-op Wholesale, independents have a real opportunity to win in these missions by making everyday decisions easier for their shoppers.”

The wholesaler has also extended its Co-op own-brand range by 100 SKUs, spanning bakery favourites, a wider selection of meats, core canned goods and other everyday essentials.

Own-brand sales have reached £468 million for the convenience market, up 1.8% year on year (WorldPanel).